Sometimes love is better the second time around, and this may well be the case for Malaysia Airlines as the national carrier works steadily to rebuild its brand position and reignite the brand’s relationships with customers and other stakeholders.

After years of financial uncertainty, the national carrier has turned the corner and is working steadily to reignite the brand’s relationship with customers and other stakeholders. At the end of 2005, its Business Turnaround Plan was implemented to restore the company to financial health and transform the airline into a strong and vibrant institution, while maintaining its reputation for excellence in efficiency and customer service.

Malaysia Airlines has won many awards, the most recent being the 2007 Award for World’s Best Cabin Staff from Skytrax, United Kingdom, and 5 Star Airline, also from Skytrax. The airline has since then returned to profitability, having reported 4 consecutive quarters of net profit from the third quarter of financial year 2006.

For the full year 2006, MAS recorded a 10% revenue increase to RM13,490 million while its market capitalisation was up 83% at RM5,865 million. The RM246 million net profits posted for the first half of 2007 alone exceeded the airline’s entire target profit for the year 2007. Malaysia Airlines will announce its Business Transformation Plan in 2008 which builds on the Business Turnaround Plan.

The aim is to become a 5 Star Airline @ LCC Cost without compromising safety or quality. The plan will spell out the environment and industry challenges, business strategy, key business activities and priorities, and financial results.